Emotional State of Consumer in the Urban Purchase : Processing Data

• Autorzy: Andrii Halkin
• Języki publikacji: EN

Abstrakty

EN

The research aims to assess the emotional state of the consumer during the purchase process in the urban retail chains. Galvanic skin response (GSR) and heart beat per minute (BPM) are used to assess the effect of environment on emotional fatigue of the consumer during shopping. Stress index was used for evaluating the results of different shops visited by a consumer. The conceptual framework of emotional fatigue research has been presented. The method was also used to estimate the level of emotional fatigue of a consumer during his or her visit to any shop on each purchase stage. The results can improve the quality of trade services by creating more favorable environment for shopping, planning sales areas, shops, sales analysis, advertising campaigns, and analysis of customers' behavior. Developing a method to process and assess a consumer's emotional state in purchase elements extend the neuromarketing theory by including the real environment component in it. (original abstract)

Słowa kluczowe

EN

Consumer; Purchasing; Shopping centres; Chain stores

PL

Konsument; Zakup; Centra handlowe; Sieci handlowe

• Czasopismo: Foundations of Management
• Rocznik: 2018
• Tom: 10
• Numer: nr 1
• Strony: 99--112

Twórcy

autor

Andrii Halkin

• O.M. Beketov National University of Urban Economy in Kharkiv, Kharkiv, Ukraine

Bibliografia

• Adolphs R., 2002. Neural Systems for Recognizing Emotion. Current Opinion in Neurobiology. 12(2), pp.169-177.
• Anderson D.C., Borkowski J.G., 1977. Experimental Psychology. Scott Foresman (Elementary Group, Pearson Education).
• Appelhans B.M., Luecken L.J., 2006. Heart Rate Variability as an Index of Regulated Emotional Responding. Review of General Psychology, 10(3), p.229.
• Baevsky R.M., 1984. Mathematical Analysis of Changes in Heart Rate During Stress. Moscow: Nauka.
• Baevsky R.M., Berseneva A.P., 1997. Estimation of Adaptable Opportunities of an Organism and Risk of Diseases Development. Mascow: Medicine [in Russian].
• Bakker J., Pechenizkiy M., Sidorova N., 2011. What's Your Current Stress Level? Detection of Stress Patterns from GSR Sensor Data. In 2011 IEEE 11th International Conference on Data Mining Workshops, pp.573-580.
• Baumeister R.F., 2002. Yielding to Temptation: Self-control Failure, Impulsive Purchasing, and Consumer Behaviour. Journal of Consumer Research, 28(4), pp.670-676.
• Baumeister R.F., Tierney J., 2011. Willpower: Rediscovering the Greatest Human Strength Penguin Books; Reprint edition.
• Braithwaite J.J., Watson D.G., Jones R., Rowe M., 2013. A Guide for Analysing Electrodermal Activity (EDA) & Skin Conductance Responses (SCRs) for Psychological Experiments. Psychophysiology, 49, pp.1017-1034.
• Calder A.J., 1996. Facial Emotion Recognition after Bilateral Amygdala Damage: Differentially Severe Impairment of Fear. Cognitive Neuropsychology, 13(5), pp.699-745.
• Cannon W., 1927. The James-Lange Theory of Emotions: A Critical Examination and an Alternative Theory. The American Journal of Psychology, Vol. 39, pp.106-124.
• Chebat J.C., Dube L., Marquis, M., 1997. Individual Differences in Orcadian Variations of Consumers' Emotional State. Perceptual and Motor Skills, 84(3), pp.1075-1086.
• Chebykin O.Y., Bedny G., Karwowski W. (eds.), 2008. Ergonomics and Psychology: Developments in Theory and Practice. Vol. 1. CRC Press.
• Cohen H., Kotler M., Matar M.A., Kaplan Z., Loewenthal U., Miodownik H., Cassuto Y., 1998. Analysis of Heart Rate Variability in Posttraumatic Stress Disorder Patients in Response to a Trauma-Related Reminder. Biological Psychiatry. 44 (10), pp.1054-1059. DOI:10.1016/S0006-3223(97)00475-7.
• Cox D., Cox A.D., 2002. Beyond first Impressions: The Effects of Repeated Exposure on Consumer Liking of Visually Complex and Simple Product Designs. Journal of the Academy of Marketing Science, 30(2), pp.119-130.
• Danziger S., Levav J., Avnaim-Pesso L., 2011. Extraneous Factors in Judicial Decisions. Proceedings of the National Academy of Sciences, 108(17), pp.6889-6892.
• Denes G., Pizzamiglio L., 1999. Handbook of Clinical and Experimental Neuropsychology. Psychology Press.
• Foteringham A.S., 1983. A New Set of Spatial Interaction Models: The Theory of Competing Destinations. Environment and Planning, pp.15-36.
• Halkin A., 2016. Improving of Quality of Trade Service Through Examination of Consumer's Emotional State. Industrial and Systems Engineering, 1 (2), pp.54-60. Available at: http://www.aiscience.org/journal/ise.
• Jorgensen D.L., 1989. Participant Observation: A Methodology for Human Studies. London: Sage Publications.
• Kerkhof G.A., 1998. The 24-hour Variation of Mood Differs Between Morning-and Evening-Type individuals. Perceptual and Motor Skills.
• Kotler Ph., Keller L.K., 2012. Marketing Management, 14th ed., Pearson Education Limited.
• Leary M.R., 2008. Introduction to Behavioral Research Methods, 5th ed., Boston, MA: Allyn and Bacon.
• Martin D.W., 2008. Doing Psychology Experiments (7th ed.). Belmont, CA: Wadsworth/ Cengage.
• Maxwell S.E., Delaney H.D., 2004. Designing Experiments and Analyzing Data: A Model Comparison Perspective (2nd ed.) Mahwah, NJ: Lawrence.
• McFadden D., 1974. Conditional Logit Analysis of Qualitative Choice Behaviour. In: P. Zarembka, ed. Frontiers in Econometrics. New York: Academic Press, Vol.1, No. 2, pp.105-142.
• Morris M.E., Kathawala Q., Leen T.K., Gorenstein E.E., Guilak F., Labhard M., DeLeeuw W., 2010. Mobile Therapy: Case Study Evaluations of a Cell Phone Application for Emotional Self-Awareness. Journal of Medical Internet Research, 12(2), 10.
• Noble T., 2013. Neuroscience in Practice: The Definitive Guide for Marketers. Admap 48, 3, pp.30-45.
• Oshumi T., Ohira H., 2010. The Positive Side of Psychopathy: Emotional Detachment in Psychopathy and Rational Decision-Making in the Ultimatum game. Personality and Individual Differences, 49, pp.451-456
• Perala C.H., Sterling B.S., 2007. Galvanic Skin Response as a Measure of Soldier Stress. Final Report 7MB25R. US Army Research Laboratory, Human Research & Engineering Directorate Aberdeen Proving Ground, MD, p.5425.
• Prasolenko O., Burko D., Halkin A., 2017 Galvanic Skin Response as a Estimation Method of the Driver's Emotional State. American Journal of Science, Engineering and Technology. Vol. 2, No. 1, pp.50-56.
• Prasolenko O., Lobashov O., Galkin A., 2015. The Human Factor in Road Traffic City. International Journal of Automation, Control and Intelligent Systems, Vol. 1, No. 3, p.77-84.
• Richins M.L., 1997. Measuring Emotions in the Consumption Experience. Journal of Consumer Research, Vol. 24, No. 2, pp.127-146.
• Seidman I., 2006. Interviewing As Qualitative Research: A Guide for Researchers in Education and the Social Sciences (3rd ed.). New York: Teachers College Press.
• Tricoche X., 2006. Flow Visualization for Bioelectric Activity in Human Body. CiteSeerX (The College of Information Sciences and Technology.
• Varan D., Lang A., Barwise P., Weber R., Bellman S., 2015. How Reliable Are Neuromarketers' Measures of Advertising Effectiveness? Journal of Advertising Research, 55(2), pp.176-191.

Identyfikatory

DOI

10.2478/fman-2018-0009